Click and Collect sales set to grow by 55.6%

Click and Collect sales set to grow by 55.6%

New research data shows Click and Collect sales set to grow by 55.6%

Over the next five years the UK click and collect market is expected to be worth £9.6 billion by 2022, according to GlobalData’s recently published report. With Click and Collect sales set to grow by 55.6% retailers must ensure their store collection service is customer focused if they want to attract and keep customers in this growing market.

The report says that the delivery method will account for 13.9% of total online spend in 2022 with much of the growth driven by clothing and footwear which in itself will account for 61.2% of online spend.

An opportunity to attract more customers into stores

‘Click & Collect in the UK, 2017-2022’ warns, however, that click and collect will be impacted by a number of factors. The closure of unprofitable stores will reduce the number of physical locations whilst the continued growth of delivery saver schemes will also make click and collect a less compelling option.

Retailers must invest in collection experience

Click & collect customer satisfaction remains a key issue yet to be addressed by the majority of retailers. The report states that click & collect user satisfaction fell 11.2 percentage points from 89.6% in 2016 to 78.4% in 2017.

Retailers must ensure that their click & collect propositions are competitive in terms speed of delivery into stores and also the speed of service for the physical collection. Commenting on the report, Craig Bloomfield, a Director at Collectec said “Too often retailers neglect the collection experience and place too much emphasis on the behind the scenes logistics. Whilst preparing stock quickly undeniably vital its the journey at store the click and collect customer undertakes that they will ultimately remember after the event”.

He went on to say “If retailers want to capture additional sales from collecting customers then they must give the opportunity to browse and buy. If they make them queue and wait 10 minutes or more to collect then this opportunity is greatly reduced. Use the right technology and fulfil their collection in under 3 minutes and this saved time is far more likely to used to buy more”.